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06/11/2010
The Spanish urbanwear brand is set to conquer the Opera quartier with a spectacular shop in the French capital.
No market can resist the charms of Desigual. The Spanish brand, internationally renowned for its bold, colourful streetwear, has consolidated its presence in France, where it already has nine shops, four of them in the capital, with the opening yesterday of its fifth, and most lavish yet.
The new address is 9, Boulevard des Capucines, in the heart of the Opera district, and the shop covers more than 1,700 sq m spread over three storeys.
The new premises put the spotlight on the garments over and above other elements of interior design. Trees are made from T-shirts with gradated colours; giant flowers are made from fabric; cloth is piled high on shelves and walls are filled with clothes from floor to ceiling.
The brand’s fun, positive philosophy, known as the “Desigual experience”, is communicated through the fruit boxes spread around the shop, boards with amusing messages such as “T-shirt greetings” and mannequins are personalized with photocopied faces of some of the staff.
Desigual also invites customers to customise garments in the shop, where they can have their name embroidered, buttons sewn on or “strategic” openings cut for an exclusive look.
Desigual currently has 200 standalones around the world and is on sale at 7,000 multi-brand shops and 700 retail shop-in-shop retail corners. Thanks to its dynamic globalization strategy, the brand notched up sales worth €250 million in 2009, and expects to double that figure by 2012.
